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16 August 2021
Airbnb marketing spend up sixfold as revenue tops $1bn
HotelsTravel agents, tour operatorsGlobal
Airbnb's marketing spend has increased sixfold following the disruption from the coronavirus pandemic, though its share of revenue is lower than pre-pandemic levels according to the latest company reports.
Why it matters
Airbnb has vocally shared its change in strategy as a result of the coronavirus pandemic, having shifted away from performance marketing and towards being more PR- and brand-focused. As a result of this shift, it expects its lower marketing/sales ratio to last in the future as well.